IngentaConnect Significant Issues for the Future of Product Innovation

Authors: Crawford C.M.¹; Rosenau M.D.²

Source: Journal of Product Innovation Management, Volume 11, Number 3, June 1994 , pp. 253-258(6)

Abstract:

In this issue, Merle Crawford and Milton Rosenau present their thoughts on some of the issues confronting product development professionals. Both reflect on the emergence of new products management as a profession—a field with its own requirements for success. Crawford wonders about the sustainability of our current use of teams for much of our work, the need for improved measurements, and the overall relationship between the management of new initiatives and the ongoing work of the organization. As new products work become more integrated with corporate operations, what new responsibilities will we face, beyond our current challenges? Rosenau looks squarely at the complex issues of rewards and compensation. How can we modify systems that have traditionally evaluated individual performance and adjust them to fit various cooperative work patterns necessary in new product development? He calls for formal study of these important issues. These essays continue a year-long series of contributions that the editor-in-chief solicited from members of the editorial board. Members were asked to reflect on changes and opportunities that they feel will influence our profession during the coming decade. Both of these short essays are designed to introduce new perspectives. It is not essential that you agree with the recommendations, but we hope that you are stimulated as you reflect on the issues that are raised.

Document Type: Research article

DOI: 10.1111/1540-5885.1130253

Affiliations: 1: Emeritus Professor of Marketing, The University of Michigan 2: President, Rosenau Consulting Company